“The paradox of the superego is that the more you obey the superego, the more anxiety and guilt you experience.” – This is clear in the case of the superego producing the desire for transgression for, even if it only occurs in thought, the very attempt to conform to the Law produces the shadow thought of the transgression violating the Law. In the case of a direct command to enjoy, guilt arises insofar as the subject betrays his desire in condescending to enjoyment (desire becomes entangled in specific objects). Additionally, the more the subject obeys the superegoic command to enjoy, the more ferocious and demanding the superego becomes, commanding more!, more!, more! Here, then, lies the compulsive character behind consumerism.